Explains Ken on the fundraising page: “Our existing very small Menlo Park location has achieved consistent growth over many years but unfortunately increased traffic has made it difficult for customers to justify traveling to our small store.

“Based on our customer surveys over the past several years, there is a huge upside sales potential and target market expansion opportunities by reaching beyond our current Peninsula-based customer base to heavily populated and affluent San Francisco, the North Bay, East Bay and South Bay Marketplaces.

“We can reach these new markets by leveraging both a home delivery and internet sales customer fulfillment model versus our traditional and much more costly brick and mortar customer fulfillment model.”